Final Report Intergrated Marketing Communication Oreo’s Imc Plan.pdf

Introduction about Mondelez Kinh Do - Mondelez Kinh Do is part of Mondelēz International, Inc., which fully acquired the Vietnamese-based corporation in 2016 for a total of $460 millio

MINISTRY OF FINANCE UNIVERSITY OF FINACE MARKETING –

FACULITY OF MARKETING

- -

FINAL REPORT INTERGRATED MARKETING COMMUNICATION

OREO’S IMC PLAN

Teacher: Mrs Ninh Duc Cuc Nhat

Class: CLC_19DMA10

Group: 2

Student’s name:

Hồ Chí Minh City - 2021

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TABLE OF CONTENT

1 Current situation analysis……… 4

1.1 Introduction about Mondelez Kinh Do………… ………4

1.2 Introduction about OREO……… ………4

1.3 Competitive analysis (Direct competitor analysis)………5

1.4 Current Brand Item Evaluation 4P’s analysis………….……… 5

1.5 SWOT……… ……….5

2 Key strategy decision (Campaign Objective)………6

2.1 Business objectives……… ……… 6

2.2 Marketing objectives……… …… 7

2.3 Communication objective………7

2.5 Positioning……….7

2.5 Campaign target audience……….… 7

3 Creative strategy……… ………8

4 Media strategy……… 8

4.1 Prepare for communication plan………8

4.1.1 Media selected vehicle……….……… 9

4.1.2 Big Idea……….………… 9

4.1.3 Timeline ……… 10

4.2 Content plan………11

4.2.1 Phase 1: Introduction of new products "Oreo Tet 2022"……… 11

4.2.2 Phase 2……… 12

4.3 Action plan……… 13

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6 The effectiveness of the planned marketing communication program… 14

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1 Current situation analysis:

1.1 Introduction about Mondelez Kinh Do

- Mondelez Kinh Do is part of Mondelēz International, Inc., which fully acquired

the Vietnamese-based corporation in 2016 for a total of $460 million

- A global snacking powerhouse with iconic global and local brands such as Cosy

biscuits, Kinh Do mooncookies, Solite cookies, Slide potato chips, AFC crackers, OREO cookies, RITZ crackers, LU biscuits, Toblerone chocolate, Cadbury Dairy Milk chocolate, Tang powdered beverage, Halls gum and candy, Trident gum and many more Mondelez Kinh Do Vietnam has successfully launched more than 80 new products in Vietnam in the past six years

- In Vietnam, they are now operating in three locations with more than 3,000

employees: the head office in Ho Chi Minh City, two plants in Binh Duong and Hung Yen, Vietnam

- Mondelez Kinh Do also focuses on upgrading factories in Vietnam for export

purposes Today, the company's products have been exported to 16 countries around the world

- The Company's products are generally sold to supermarket chains, wholesalers,

supercenters, club stores, mass merchandisers, distributors, convenience stores, gasoline stations, drug stores, value stores and other retail food outlets

1.2 Introduction about OREO

- Oreo sandwiches are available in more than 100 countries worldwide While

most consumers know Oreo sandwich cookies as two round chocolate chip cookies with a vanilla icing in between, variations of the product can be seen in other countries This shows that Oreo adapts to the different tastes and preferences of local markets around the world

- The National Biscuit Company (Nabisco) is the developer of Oreo, which they call Oreo Cookies This product started in 1912 and was trademarked the same year The product has undergone several name changes It was renamed Oreo Sandwich

in 1921 and became Oreo Chocolate Sandwich Cookie in 1948 It was eventually changed to Oreo Chocolate Sandwich Cookie, first used in 1974

- In May 2019, Mondelēz International's market price reached $75.23 billion, ranking 117th out of 500 most valuable companies in the world by Fortune Magazine (2018) OREO alone has brought in about $7 billion in revenue for the company

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- In Vietnam, the biscuit market was worth VND 9.021 billion in 2018, with OREO alone accounting for 4% of the market, equivalent to VND360 billion This has made Mondelēz Kinh Do the largest enterprise in the industry today

- Some of Oreo Brand Slogans: Wonderfilled, Milk’s favourite cookie, Only Oreo

1.3 Competitive analysis (Direct competitor analysis)

- Some existing competitors:

Nestle: the world's largest food company in terms of revenue and other targets for highly diversified and expanded product portfolios

PepsiCo: famous for its Pepsi brand and other carbonated water, PepsiCo also has

a diverse product portfolio

- Some potential competitors:

Although the domestic market is flooded with imported confectionery and increasingly competitive, this context is also the motivation for domestic enterprises to make efforts to invest and seek their own advantages Currently, the confectionery market in Vietnam is growing more and more actively, currently the confectionery market in Vietnam is growing more and more vibrantly, making potential competitors: Bibica, Orion, Biscafun, etc

1.4 Current Brand Item Evaluation 4P’s analysis

- Price: The price of a box of Oreo Tet in 2021 is 114,000 VND for 342g, 77,000 VND for 199.5g, 35,000 VND of chocolate and vanilla cookie, 38,000 VND of Red Velvet cookie On e-commerce shopping sites like Shopee, prices can be cheaper with some incentives

- Place: Oreo's distribution channel is diverse; therefore, it can be found in any store, supermarket chain However, some special edition Oreos such as Oreo Tet only appear on holidays in some locations

- Product: Oreo Cross Cookies (352.8g) have a modern, premium tin design inspired

by the US with 4 flavors vanilla, chocolate, strawberry and Blueberry More specifically, Oreo Tet cookie with beautiful design, cheerful shades, is a unique gift in the Tet season The cookie is made from select ingredients, rich in nutrients, providing energy to your body when needed, with moderate sweetness It can be used with tea to experience a more attractive taste

- Promotion: Mondelez Kinh Do has many promotional strategies for Oreo Tet, such

as advertising on official websites, television or other platforms on the Internet Here Mondelez Kinh Do uses push and pull strategies

1.5 SWOT

- Strength:

Mondelez Kinh Do is the leading confectionery industry in Vietnam

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High quality production line

An attractive workplace - there is a large workforce of 4000 employees

There is a large distribution system

Brand ambassadors for Oreo have a great influence

Oreo cookies have been widely favored by Vietnamese people

- Weakness:

Oreo's market share is still low

High production costs due to still depending on imported raw materials

The price is quite high compared to the common ground

Taste of Oreo cookies of special type not yet available on the Vietnamese market

- Opportunities:

The rise of Gen Z - the next wave of Vietnamese consumers This is a generation

of consumerists, frequently dominated by media and online purchases, which Iseo

is focusing on developing

The rise of e-commerce could allow Mondelez Kinh Do to distribute this product more efficiently (Trent, 2019) The purchase of online sales sites, e-commerce channels, online shopping such as Shopee, Lazada, Tiki and social networking sites became more popular during this period because of its convenience, fast, safety, with a variety of types and prices This is an opportunity to promote Oreo, expanding the distribution channel to online

Due to covid-19 pandemic, the trend at home encourages snack buying decisions

→ retail confectionery is forecast to increase in the coming years

The product design of cookie sandwiches can allow Oreo to create different types

of products such as changing the composition for wafers or different flavors (Graham, 2018)

- Threat:

Many new manufacturers and brands are born with increasing levels of

competition

Fierce market competition with the participation of major confectionery companies (Graham, 2018)

The emerging trend of abandoning products containing high levels of sugar and sodium, affect the Oreo product line People are increasingly concerned about health leading to more caution when consuming confectionery because it is easy to cause obesity, diabetes, etc

The epidemic is complicated, Oreo's seasonal products such as The Oreo Tet Cookie box, Oreo mooncookies are no longer much sought after because of economic difficulties, limited consumer demand, people are now worried about daily life, priority is given to essential items

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2 Key strategy decision (Campaign Objective)

2.1 Business objectives

Strengthening sales and boosting the growth of the brand in the consumer food market during the Lunar New Year 2022

KPI: Top 3 best-selling cookie brands during Lunar New Year 2022

2.2 Marketing Objective

Reach a dynamic, creative young audience with a new, more interesting image Strengthen the trust and loyalty of customers

Entering the Tet confectionery market 2022: New Oreo products are dedicated to Tet with different colors and designs along with oreo's favorite signature flavors

2.3 Communication Objective

Increase brand and new product awareness (Oreo Tet 2022) for consumers Create opportunities for customers to interact more with the brand, increasing affection

Reposition the brand with a new image: dynamic, creative and trendy

KPIs: + 30% increase in brand and new product recognition

Reach 20% of new customers

Create a media effect on social platforms promoted (more than 5 million hits in a month)

2.4 Positioning:

- Oreo is a cookie brand that gives consumers special flavors for their taste buds,

affordable for children, young adults, teenagers and families to enjoy

- Oreo is doing its best to refine and improve their products to please customers and

create harmony for the family In the biscuit market, Oreo is always the first choice because of the reasonable price and high quality of the product

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Oreo product positioning table (according to group survey)

2.5 Campaign target audience

- Main segment:

Age: Oreo Tet's main target audience is children and adolescents, who are 6 to 24

years old who make up the ability to buy or influence Oreos' decision to buy products Because customers share the same age attributes, school children are common consumers because their parents buy this product as a snack during breaks

Preferences: With the age of children and teenagers, medium-sweet, eye-catching

snacks like Oreo are the favorite dishes to enjoy after school Sandwich cookies are attractive to teenagers and children due to the famous "Twist, Lick, Dunk” (Xoay bánh – Liếm kem – Chấm sữa) campaign Since then, it has made it a habit for teenagers and children to enjoy Oreo cookies by turning the cookie, licking ice cream, inging milk

Demand: This is a segment of customers who are still in the development age, so

the demand for nutrition is very high At the same time, snacks are also

indispensable in daily life

- Sub-segment:

Age: The sub-goal for this campaign focuses on the customer segment of parents, grandparents, etc between the ages of 30 and 50, relatives of children and young people

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Preferences: Original packaging of oreo cookies is more likely to be purchased by

adults due to familiarity and nostalgia Children's preferences also have a little impact on their preferences

Demand: From their child's own needs and preferences, parents will create a need

for buying treats like Oreo, making snacks to meet their child's nutritional and hobby needs

3 Creative strategy:

- Oreo's campaigns always have a characteristic with the slogan "Twist, Lick Dunk”, (Xoay bánh – Liếm kem – Chấm sữa) through which the brand image is associated with the sharing between people, expressing love between people through a cookie

- This strategy focuses on the new Oreo version for Tet 2022 by combining on

modern and traditional media (TV, magazines, etc)

- Compared to the campaigns of competitors, Oreo's campaign always shows

creativity and meticulousness in every detail Along with a dynamic, confident, vibrant image of Oreo's campaign always makes a difference, suitable for the tastes

of all customers, especially young customers

4 Media strategy

4.1 Prepare for communication plan

4.1.1 Media selected vehicle

Internet marketing - Create brand awareness, change perception

- Provide information related to the benefits of the product

Sampling - Provide information related to the benefits of the product

- Convince customers who have never used a trial product

Advertising - Create brand awareness, change perception

- Encourage customers to use Oreo cookies more often or for

more cases

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Sale Promotion - Encourage customers to use Oreo more often or for more

cases

- Transfer customers from other labels to company customers

OutDoor

Advertising

- Create brand awareness, change perception

4.1.2 Big Idea

- A long year of hard work, Tet is always a special occasion of the year so that we

can rest and return to gather with our families, return to be loved and pampered But this year is a special year, the long epidemic makes many people unable to return to their hometowns to celebrate Tet with their families or even though we are close to each other, but we can not comfortably travel to spring, meet friends and relatives to ensure safety for ourselves and society Although geographically distant, we still have hundreds of thousands of ways to express our feelings to each other Just by sending your loved ones a box of Oreo Tet 2022 cookies via the Grab app, you are sending new year's love and joy to those you love while ensuring safety

- Choosing simple characters such as children away from home, neighbors, friends

who want to give gifts to each other instead of wishing peace and new year to come, Oreo hopes no matter who you are, whatever job you are doing, whether near or far from your loved ones, you always feel love because love is "no distance"

- Telling the story through a short TVC makes it easy for the brand to convey a

message that touches the viewer's emotions From there, the brand creates topics of debate on social networks for viewers to share their views and personal stories, create a connection and draw the brand closer to customers

4.1.3 Timeline

Stage Stage 1 Stage 2

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Time 27/12/2021 - 31/01/2022 01/01 - 07/02/2022

Purpose Tet 2022" Introducing new products "Oreo

Increase Oreo brand

recognition, increase interaction

with target customers

Drive sales and connect with target customers Maintain brand recognition

Main

activity

Promote advertising through

social media, influencers

Organize minigames to attract

the participation of customers

Promote products using TVC via TV and Youtube Giving gifts when buying many products of "Oreo Tet 2022"

Main

message

Tình yêu “Không khoảng cách” - no matter what the circumstances Oreo will help you connect love

Support

tools

Digital marketing

Socials: Facebook, Youtube,

TikTok

Digital marketing Socials: Facebook, Youtube Delivery app: Grab

TV

4.2 Content plan

4.2.1 Phase 1: Introduction of new products "Oreo Tet 2022"

- The new product is called "Oreo Tet 2022" dedicated to this year's Tet holiday

with a uniquely designed, beautiful tin cookie box suitable for display or as a gift Inside the box are 12 Oreo cookies with a variety of flavors: vani , chocolate, lla green tea, red beans, vanilla flavor combined with fruit candy, firework Oreo The unique combination of flavors will bring a taste-booming experience to customers when using On each cookie is embellied with the words Happy - New - Year to celebrate this special launch

- Slogan: Turn the cookie, open spring, explore Tet (Xoay bánh, mở Xuân, khai phá

Tết)

- Message: "No Distance" Love (Tình yêu “Không khoảng cách” )

- Objectives: